Four ad tech companies published third-quarter 2026 results between November 4 and November 5, and each one gave connected TV a place in its headline numbers. Magnite reported CTV growth of 39%, Teads 37%, Criteo set out a CTV rollout across nine named markets, and MNTN, a platform built around CTV, reported 15% revenue growth.
What each company reported
Magnite’s contribution ex-TAC from CTV was $105.4 million, up 39% year over year, and the business now represents 53% of its total contribution ex-TAC, according to its third-quarter release. We covered the quarter in Magnite Reports 39% CTV Growth in Q3 and Raises Its 2026 Outlook. Chief Executive Michael Barrett said, “CTV momentum remains broad-based, and the business now represents 53% of total contribution ex-TAC.”
Teads reported CTV revenue growth of 37%, with CTV at 12% of Q3 revenue and nearly $100 million of year-to-date revenue. Chief Executive David Kostman said “our Connected TV revenue grew 37% year-over-year”. Total Teads revenue for the quarter was $235.1 million, down 26% from $318.8 million a year earlier, so the CTV line grew inside a total that shrank.
Criteo said it is expanding Performance Connected TV beyond the U.S., starting with Brazil and Mexico by year-end 2026, then Canada, the UK, France, Germany, Italy, Spain, Australia and select additional markets in 2027, per its results release. MNTN reported Q3 revenue of $80.3 million, up 15%, and trailing twelve-month active performance TV customers of 4,373, according to its results.
What the figures add up to
The four companies sit at different points in the supply chain. Magnite sells inventory on the sell side, Teads packages home screen placements, Criteo is adding CTV to a retail media and commerce business, and MNTN lets advertisers buy it themselves. All four put a CTV figure or a CTV expansion in the same release as their financial results, and the three that gave growth numbers (Magnite, Teads and MNTN’s customer count) show growth in CTV running ahead of what the whole company reported.
The mix inside each business varies widely. CTV is 53% of Magnite’s contribution ex-TAC and 12% of Teads’ revenue. For a marketing team, the share matters because it indicates how many of a supplier’s decisions in the coming year will be driven by television economics.
Ownership is moving as well. Fox completed its acquisition of Roku this week, covered in Fox Completes Roku Acquisition and Forms a Digital Platforms Division, which puts a major television platform under a broadcaster. On the standards side, an IAB Tech Lab member article sets out seven ad moments in a CTV session, a list of the places ads can appear.
Reading the shares
Share figures change what the growth rates mean. A 39% rise on a base that is 53% of a business moves the whole company, which is why Magnite’s total contribution ex-TAC grew 20%. A 37% rise on a base that is 12% of revenue, as at Teads, was not enough to offset the rest of the business. MNTN’s customer count and Criteo’s rollout calendar are inputs and say nothing yet about revenue, since neither release breaks out CTV dollars.
That gap in disclosure matters when comparing suppliers. Magnite gives a dollar figure and a guidance range for CTV, Teads gives growth and a share, and Criteo and MNTN give no CTV revenue line at all. Any table that ranks the four on CTV performance is comparing different kinds of number.
What it means for the marketing leader
In our reading, the practical consequences land in three places in a media plan.
First, supplier concentration. If CTV is more than half of a sell-side partner’s growth, as at Magnite, then pricing and inventory decisions at that partner will follow television demand, including political spending. Magnite said it now expects full-year political spend to be nearly three times its initial forecast, mostly in CTV, which raises the base that 2027 comparisons will be made against. Magnite’s own 2027 outlook is 10% total growth on a reported basis, or over 15% excluding political.
Second, measurement. Criteo and MNTN both describe CTV as performance media, bought against conversions. A team that moves budget from search or social into CTV on that basis needs an incrementality test in place first, with a holdout group, so the conversions credited to CTV can be compared with what would have happened anyway.
Third, contract terms. Teads said it is seeing some improvement in trends in the early part of the fourth quarter and is acting to improve its revenue trajectory, optimise costs and strengthen its balance sheet. Marketers with prepaid commitments to any supplier whose total revenue is falling can ask for make-good terms and a clear description of what happens to a booked campaign if the supplier changes its product.
What to do this month
Pull the Q4 CTV spend from each platform you buy through and record its share of total video spend. Ask each CTV supplier for four items in writing: the inventory sources behind your campaigns, the measurement method, the refund and make-good terms, and the markets where its CTV product is live today. Criteo’s list of countries, for example, is a rollout calendar that runs through 2027, so a global brand should check which of its regions are covered before it signs a multi-market plan.
Then set the test. Choose one CTV partner, one audience and one conversion event, run a holdout group for at least four weeks, and compare results with your current search and social benchmarks before changing the annual allocation.
Source: Teads Holding Co., Q3 2026 results (SEC Exhibit 99.1)
